If you’re putting together a new fashion event, chances are, it’s because you’re passionate about style and culture. Your vision conjures up words like sophisticated, dazzling, cutting-edge, and vogue.
But Technology? Marketing? Admin tasks? Maybe not so much.
The reality is, you could orchestrate the fashion event of the century. But do a bad job supporting and promoting it, and you might as well be catwalking into oblivion.
Every aspect of the event has to live up to the hype, including the experience people have buying tickets and getting in the front door. If you want to build a fashion event brand that’s far from basic, here’s a good place to start.
Start with an easy ticketing experience
The foundation of your efforts to create an iconic fashion event is a friction-free ticketing experience. Every element of ticketing should be intuitive and smooth for attendees: fast ticket purchase, excellent customer service, and ease of entry to the event itself.
Your ticketing process must also be trustworthy — particularly when it comes to online sales. In this age of data breaches, entering credit card numbers can make consumers nervous. Choose an event ticketing platform that has a trustworthy interface and brand.
Once attendees arrive at your event, your ability to check them in quickly can determine the quality of their experience. This means using check-in technology that’s efficient and training staff and volunteers well. Create an orientation program that teaches check-in staff how to use your technology devices, and make sure your entry layout is thought through.
Reach beyond your limits to increase attendance
To a certain extent, people will hear about your fashion event through word of mouth. Grassroots marketing is a strong strategy, and social media is your ally. You may even have a mailing list started.
But a lot of these efforts will only reach your initial target markets: friends and family, current social media followers, and mailing list members. To reach beyond these circles and find eager fashion followers, use discovery sites.
Discovery sites are the places people go when they want to find out what’s happening in their town — or a town they plan to visit. For instance, Facebook surfaces local events to fans based on their interests. And many towns and cities have additional online calendars through the local newspaper or another organization.
Keep in mind that your ticketing platform may also serve as a powerful discovery site. For instance, Eventbrite’s event listings promote all of the events listed in the Eventbrite app.
Use event distribution to convert those new people
Getting people curious about your event is groovy. But converting those people into actual ticket buyers is what really matters.
Event distribution is your ally here: making it possible for people to buy tickets right where they find out about your event. Distribution is a type of marketing that surfaces your event in the newsfeeds and apps of potential attendees, then allows them to buy tickets without leaving the app itself.
When you consider that one in ten buyers drops off for every extra step of a purchase, it makes sense not to force them to click over to your ticketing page to buy. A faster, friction-free buying process means more sales for you.
Track and measure your promotional performance in real time
Access to real-time data is key to maintaining momentum throughout the on-sale period. Analytics and reporting can help you tweak and refine your promotional strategies in the months, weeks, and days leading up to your fashion event.
As you pay attention to the reporting that comes in from your ticketing platform, you gain insight into things like:
- Exact registration numbers, so you know how much budget to allocate to catering, staffing, and swag
- Registration data such as “sales over time” and “sales by ticket type” to help you refine your marketing strategies on the fly
- The source of all sales, so you know which marketing touch points are working the best, and even calculate the ROI of each effort
- Conversion numbers to show many people followed a link to your event page versus how many actually registered
The better you get at reading data, the more data you’ll realize you have at your disposal. Beyond your ticketing platform, you also have access to data from social media campaigns, email marketing, and more.
A real-life fashion event success story
Master the elemental ticketing techniques, and you’re poised to launch a grade-A soirée.
Want to see proven results from an event that implemented these tips? Check out this case study on Nashville Fashion Week.